What are the most effective advertising strategies for reaching today’s digital-savvy consumers?
As consumers, we have all seen us our fair share of advertisements that pleases us and that don’t. So, what makes the difference? In both traditional and digital advertising, there are a few characteristics that make an advertisement effective.
In this blog, we will discuss some of the most effective advertising strategies for reaching today’s digital savvy consumers. Take a look at these factors which serve as the most effective advertising strategies:
- Its promotional: The definition of advertising is to promote or draw attention to a product or service in order to encourage sales. This also means effective advertising must be promotional. Good advertising focuses on influencing purchase and habits. A good advertisement is promotional in nature. Though this promotion is more or less subtle depending upon the objectives of advertisements.
- It’s persuasive: Effective advertisement must convince consumers that a certain product service is better than their competitors in the business market. Persuasive advertising assures that a product can solve a consumers need or improve their life in some way. Effective advertising uses these tools all the time like appealing to consumers emotions, winning their trust with their authority or using logical reasons to justify the purchase of a product.
- It is part of the company’s overall marketing strategy: The most visible side of advertising is definitely on the creative sides, like television spot or social media advertisement, but behind that creativity, there is also a lot of strategy. Effective advertisings should be aligned with the global interest of the brand or company.
- It is targeted: In the past, advertising related on mass media such as radio and television to reach to a wider audience as possible. Effective advertising in today’s world requires highly targeted and segmented audiences. Every brand has a buyer persona or ideal fans customer profile they are trying to attract. Your advertisements will be more effective if you will focus on a particular audience.
- It is an investment: Advertising campaigns require an investment of time, resources and of course money. Generally, the channel issuing the advertisements charges for certain amount and exchange for its dissemination. A good advertising campaign will increase the company’s profit and should exceed the invested cost. To understand the relationship between cost, advertisers measure the campaigns ROI. A positive ROI is the indication of the success of advertising campaign.
- Originality: It is no secret that advertising suffers from market saturation. Think about it, we are exposed to hundreds of advertisements in a day in different formats and most of the time we don’t even pay attention to them. Therefore, effective advertising stamps out from the competition by using unexpected formats and resources. You can grab a user’s attention by emphasising the novelty of your product or service, offering a great deal of doing something completely out of the box.
- Creativity: Whether it is a video that tells a story, an attention grabbing image or catchy jingles, effective ads use creativity to stand out and make an advertisement immediately identifiable or memorable. The best creative advertisements manage to surprise users, move them to action and become instantly memorable, all while remaining faithful to the principles of the brand or products.
- Consistency: Truly great ads stay consistent to the core of the brand and the values associated with it. A greater brand recognition and memorability is allowed in consistent advertisement. Ideally, each consumer within the target audience should receive enough impact to remember the brand and its message, but not so much that it becomes annoying or saturated.
- Personalization: Personalisation is an increasingly important trend in recent advertising and it is getting easier than ever. Truly effective advertisements are those which are increasingly personalised as per the characteristics and needs of a particular user. Emails with personalised contempt or remarketing ads with products for user’s cart are great examples.
- Ethical value: Because of its persuasive power, advertising should prevent promoting misleading information for sharing unethical campaigns. There are several public bodies that regulates the ethical aspect of advertising, it is equally important that advertisers and agencies should take responsibility. At the very end, a clean and honest advertisement reflect the value of advertiser, which contributes towards improvement of brand image and beneficial for you and your brand in the long run.
